The Glue Between

Founder & Content Chief

GDS Group

Responsible for the Group's creative strategy, alongside creative leadership of the company's new SaaS product. Ownership of all copywriting, brand origin & multimedia storytelling, content strategy and live presenting requirements (including mentoring new creative teams).

From strategic design thinking to tactical sales & marketing content, the role encompasses all creative facets of brand and product storytelling. As a Presenter, I work to identify and pilot new use cases for storytelling and engagement opportunities within the platform. As a Copywriter, I own all internal & external brand messaging (both written and rich media). As a Creative Director, I lead the vision of the product's potential across forms of communication, including sales and operations consultancy.

Creative Director

I led the Group's Virtual Showcase product from concept to it's first 12-month cycle – securing £4.1m delivered revenue from 86 live shows in its first year – with studio-production digital broadcasts for a range of Fortune 2000 B2B client profiles and CXO engagements.

Responsible for all operational & production functions – including Design, Video, Presenters, Producers & Technical operators – to execute the activation of content, storytelling levers and digital functionality,  delivering TV-studio broadcast productions that land messages, drive pipeline and engage audiences in a truly unique broadcast format.

Operations Director

Bigg

Bigg is a full-service digital marketing agency, specialising in white-label, scalable SEO packages for the UK's two leading directories and its SME customer base – delivering c. 1200 SEO campaigns per month.

As Bigg's MD, my role was to build on the foundations set as its Operations Director and steady net profit as we moved through the pandemic. Having improved its gross profit by c.30% over a preceding 9 month period by removing third party costs and bringing core services in-house, I was able to successfully secure the required strategic relationships, react to client and market demands for 'pandemic-ready' product pricing and stabilise campaign churn as we headed through 2020/2021. Ultimately, this delivered the board's primary aim and protected both P&L and staff alike.

Managing Director

I led the build of the Group's debut, centralised Client Services function – directing an international team of 14 CSMs – into a new service delivery model for the GDS Group.

Accountable for a mid-to-high touch B2B IT & Marketing tech client portfolio in excess of 150 logo campaigns globally – delivering across the organisation's three core revenue streams (Summits, Roundtables & Live events) – my primary responsibilities nested in:

• Nurturing and growing Tier 1 client relationships 
• Directing the service delivery of net new and growth logos
• Implementing a new CS Journey – moving from reactive client servicing to proactive customer success
• Customer engagement strategy
• Reporting directly into CEO & Chairman

Group Client Services Director

Meet the Boss

As a product owner and the company's CSD, I consulted on pre-sale fulfilment and led the post-sale delivery for a global portfolio of IT & Marketing Technology clients, accountable for a team of 7 CSMs managing a client servicing and communication strategy across concurrent contracts.

From resource forecasting and capacity planning at both internal stakeholder and product levels – to senior stakeholder reporting (internal & external) – the role required exceptional process evolution and divisional leadership & training to ensure superior standards for a CXO audience.

Client Services Director

I led the transformation of the post-sale client servicing strategy for a portfolio of c.50 high-touch accounts, with reach across the brand's digital and physical products. This included building MOPs, training and mentoring a team of CSMs and implementing a new standard of client services across the business – from first-to-last touch of contractual delivery. 

This included commercial risk and issue mitigation; client-facing and branded content creation; product and product delivery evolution; and pre-sales relationship engineering.

Head of Client Services & Operations

Responsible for presenting both live and pre-recorded interviews, group discussions and closed-door events for senior executives across the IT and Marketing tech space – including live studio production and live in-person events. 

During my tenure, I hosted in excess of 250 virtual roundtables, 30 in-person events and 10 live studio shows, with full storytelling ownership – from concept to conversation.

Presenter & Senior Editor

Moving from print to digital content, I led the online editorial strategy and web management for MeettheBoss.TV across organic SEO and marketing-supported campaigns. From short and long form editorial to rich media (infographics and video), I worked closely with the brand's presenters on content strategy and scriptwriting for interviews to link back into the editorial strategy.

Digital Content Manager

Responsible for content strategy, creative and execution for a print portfolio of B2B industry thought leadership magazines for IT and marketing technology providers including Dell, IBM, HP, Cisco, Novartis – with a specific focus on Pharmaceuticals, Energy & Business Transformation.

Working in lock step with the Editor-in-Chief and Sales Director, I had full editorial ownership of cover and copywriting, pagination, feature articles and interview schedules.

Example partnership editorial with Frost & Sullivan's Growth, Innovation & Leadership (GIL) eBulletin: http://bit.ly/2EZhoSO

Editor

Western Morning News

Intern

SilverWood Publishing

B2B Copywriter & Storytelling Strategist | Thought leadership and insights content for creative enterprise marketers

Hi, I'm Nick.

I write long form content for B2B content marketers & agencies who:

1. Need marketing-ready campaign content delivered on time and on budget
2. Want to build authority and trust with their audience
3. Don't have the resource or expertise in-house to do so

With 14+ years' experience delivering for high growth and large enterprise B2B clients, I've built a system that allows me to...

- Snap into your content operations and marketing teams with ease
- Find the right information from you, fast
- Spend more time speaking with your audiences 
- Turn complex topics into crystal clear content that connects
- Deliver high-performing long form content for enterprise marketing campaigns

In doing so, I've...

- Delivered Annual Reports for one of the 'Big Four' to a global audience of 4m+
- Produced long-form content for 162 of the world's Fortune 500
- Written over 220 eBooks, reports & guides to help deepen brand and product insights

If you're a B2B content marketer or agency AD who needs their quality content in expert hands, drop me a DM or book an appointment in the link at the top of my profile and let's talk.

Nick Pryke

Content marketing for tech & consulting firms with long sales cycles.

👉 Is your marketing team stretched thin and are your subject matter experts too busy to write? 

At Leadwave, we've helped 50+ B2B companies create thought leadership articles, video clips, and LinkedIn posts from interviews with their experts. 

Here’s the content program we run for a B2B SaaS company that generated $14M in pipeline:

𝟭. 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵: Interviewed their 10 best customers and analyzed 15 recent sales call recordings to uncover key pain points.

𝟮. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 & 𝗣𝗢𝗩: Turned those insights into content pillars and messaging themes.

𝟯. 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗹𝗲𝗮𝗱𝗲𝗿 𝘀𝗲𝗹𝗲𝗰𝘁𝗶𝗼𝗻: Selected 2 executives and 2 subject matter experts and interviewed them once a month.

𝟰. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗰𝗿𝗲𝗮𝘁𝗶𝗼𝗻: Created 1 long-form article, 6 video clips, 8 LinkedIn posts, and 1 newsletter from each interview.

𝟱. 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻: Published the content on the personal LinkedIn profiles of the executives and subject matter experts, as well as the company page.

𝟲. 𝗔𝗺𝗽𝗹𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻: Promoted the top-performing posts with LinkedIn Thought Leader Ads targeting key accounts.

𝟳. 𝗣𝗶𝗽𝗲𝗹𝗶𝗻𝗲 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻: Shared monthly lists of highly engaged companies from Thought Leader Ads with the sales team to help them book meetings.

𝟴. 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Tracked both quantitative metrics (engagement rate, dwell time) and qualitative signals (comments, saves, booked calls) to refine and scale what worked.


I often post playbooks and case studies here on LinkedIn, feel free to explore below:

Niels van Melick

We're hiring again! I'm looking for a freelance SEO strategist to help us build high-impact content programs that generate pipeline for our clients.

You'll help us:

→ Build content programs that drive measurable results (pipeline, demos/sales calls, LLM mentions, traffic)
→ Design and implement content workflows
→ Run LLM/GEO experiments
→ Conduct technical audits
→ Leverage tools like Semrush, AirOps, and Scrunch

Our clients are B2B SaaS and service companies.

You’ll work closely with our Head of Content and our superstar team of writers.

If you have a proven track record with past clients and want to work on exciting projects with an enthusiastic team—I’d love to hear from you.

Drop a comment below or send me a DM ✉️

Thought leadership content for tech & consulting firms | Founder @ Leadwave

For most B2B marketing teams, distribution is BY FAR the most neglected part of their content strategy ⛔

They pour time and money into creating webinars, ebooks, and articles—but most of it ends up collecting dust on the website. 

And when it finally makes it to LinkedIn, it’s often just a lazy link drop on the company page that no one engages with.

Publishing a couple of LinkedIn posts isn't a distribution strategy.

Most marketing teams are still spending 80% of their time creating content and 20% distributing it. That should be the other way around.

You can create the best content in the world, but if it’s not getting in front of the right people in the right places, it’s a waste of time and money.

Buyers aren’t just Googling or asking questions in ChatGPT. They're on LinkedIn, listening to podcasts, watching YouTube.

Your distribution strategy needs to reflect this.

Here's the content playbook that's currently driving millions in pipeline for our B2B tech & consulting clients:

1. Interview your 10 best customers and review at least 15 recent sales calls to uncover real pain points, triggers, objections, and buyer language.

2. Use those insights to define content themes and break them into key topics that align with buyer needs and your brand’s POV.

3. Identify 3–5 subject matter experts with deep expertise and strong opinions.

4. Run monthly 1-hour interviews with each SME. 
 
5. Turn each recording into 1 long-form article, 5 short-form video clips, and 8 LinkedIn posts.

6. Publish this content on the personal LinkedIn profiles of your SMEs (3-5 times per week). Connect their profiles to a scheduling tool like Buffer to streamline the publishing process.

7. Publish the article and video clips on the website, repurpose the interview recording for YouTube, and create a weekly newsletter with the best insights from the interviews.

8. After 3 months, start running LinkedIn Thought Leader Ads to amplify your SMEs' top-performing posts.

9. Track quantitative metrics (engagement rate, dwell time, etc.) and qualitative signals (comments, booked calls, etc.) to refine your content strategy, focus on what resonates, and scale what works.


Expert-led content + ungated distribution is working like magic for our clients right now.

Need help with this? Send me a DM ✉️

80% of B2B marketing teams I speak to don't have a documented content strategy. Honestly, that baffles me. You can't just throw spaghetti at the wall and see what sticks 🍝

Successful content programs have one thing in common: they’re intentional about 𝘸𝘩𝘢𝘵 they create, 𝘸𝘩𝘰 it’s for, and 𝘩𝘰𝘸 they distribute it.

Here’s the 9-pillar content strategy framework we use to help marketing teams create high-performing content:

1️⃣ 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵 – If you’re not talking to customers, your content is based on guesswork.

2️⃣ 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿 𝗮𝗻𝗮𝗹𝘆𝘀𝗶𝘀 – Not to copy, but to identify gaps in the market.

3️⃣ 𝗜𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗮𝗻𝗮𝗹𝘆𝘀𝗶𝘀 – Stay ahead of trends and align with what buyers care about.

4️⃣ 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗵𝗲𝗺𝗲𝘀 – Your strategy should dictate topics, not random brainstorming.

5️⃣ 𝗨𝗻𝗶𝗾𝘂𝗲 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 – The difference between thought leadership and recycled noise.

6️⃣ 𝗧𝗼𝗽𝗶𝗰𝘀 – Prioritize what truly matters to your audience.

7️⃣ 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗳𝗼𝗿𝗺𝗮𝘁𝘀 – Choose the right formats for engagement and impact.

8️⃣ 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗽𝗹𝗮𝗻 – Because great content without distribution is invisible.

9️⃣ 𝗞𝗣𝗜 𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸 – If you’re not measuring impact, you’re flying blind.

_____

👉 Need help building a high-performing content plan? 

Send me a DM ✉️

Here’s how we built a thought leadership program for a B2B SaaS company that became their top-performing campaign of the year:

This legal tech company wanted to develop a strong POV on the impact of AI in the legal space.

They had several subject matter experts with great insights on the topic, but lacked the time to write and promote content themselves.

That's where we stepped in.

1. 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗟𝗲𝗮𝗱𝗲𝗿 𝗦𝗲𝗹𝗲𝗰𝘁𝗶𝗼𝗻: Identified 6 subject matter experts with strong perspectives and conducted 1-hour interviews with each.
   
2. 𝗧𝗼𝗽𝗶𝗰𝘀 & 𝗠𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴: Developed key themes and messaging angles that would resonate with their target audience.
   
3. 𝗜𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝘀: Prepared tailored question sets to uncover engaging stories, insights, and practical examples.
   
4. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗖𝗿𝗲𝗮𝘁𝗶𝗼𝗻: Produced 6 video clips and 8 LinkedIn posts from each interview.
   
5. 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻: Published content across the personal LinkedIn profiles of the experts and the company page.
   
6. 𝗔𝗺𝗽𝗹𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻: Boosted the top-performing posts with LinkedIn Thought Leader Ads targeting key accounts.


This playbook is currently generating millions in pipeline for our clients with long sales cycles.

Why?

✅ It builds trust at scale
✅ Ungated content outperforms gated content
✅ It positions your experts as industry thought leaders (people buy from people)

_____

👉 Need help with this?

Send me a DM ✉️

There's this assumption that thought leadership always has to come from the C-suite. But after 100+ interviews, I've found the best insights come from the people actually doing the work:

💡 The engineers bringing your products to life.

💡 The customer success reps solving problems firsthand.

💡 The consultants uncovering customer challenges every day.

When companies limit thought leadership to executives, they miss the depth of expertise sitting right inside their organization.

Buyers don’t just want high-level vision. They want practical, actionable insights from the people who live the work every day. 

𝘛𝘩𝘢𝘵'𝘴 the stuff that actually resonates with your buyers.

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